Crafting Compelling Healthcare Content: A Singapore Agency’s Approach

Understanding the Importance of Compelling Healthcare Content

When targeting an audience for healthcare products, it is likely there will be more than one influencer. Consider the HPV vaccine. The target audience is 11-year-old girls; however, the consumer will be the parent and the healthcare professional will be the one administering the vaccine. The concerned parent could potentially be a consumer for internet-based information about the vaccine and for the actual vaccine. Therefore, effective healthcare content in this situation could potentially influence two sets of decisions about the vaccine with the end result being the vaccine being given and the information-seeking behavior was successful. A sound strategy to reach these decisions would be to educate both the healthcare professional and the parent with readily available information and strong recommendations on the safest and most effective means to obtain information and the vaccine for their daughter. By understanding the needs of the target audience, this strategy will be applied with the best results.

Patients, healthcare professionals, or business partners, healthcare marketers have specific objectives to achieve through creating business relationships. Marketers would like patients to see them as the provider of a reliable and effective service, healthcare professionals to see them as a valuable and trusted resource, and business partners to view them as a successful and dependable organization. The nature of the relationships healthcare consumers and providers try to build can vary, but the common desire to be viewed as a reliable source makes business-to-business and business-to-consumer healthcare marketers more similar than they are different. Some would even hire a healthcare ad agency.

Engaging the Target Audience

Engaging the target audience, it is important to ensure the content is interesting and useful, which could lead them to act by changing their behavior or attitudes. In order to achieve this, much of healthcare content is directed at people with a specific health condition like arthritis, diabetes, and so on. Healthcare professionals or general consumers. Our healthcare writers add a personal and human touch to make the content relatable, building a connection with the reader. This is done by content writing Singapore in a clear and simple language, sharing personal stories or anecdotes, and addressing the reader directly through the use of “you”. Personal stories or experiences are sometimes obtained from the client or through secondary research. The ability to empathize and understand the situation may lead our writers to put themselves in the shoes of the reader to understand how they are feeling. This helps in understanding the audience and how to tailor the content to better engage with them. In some occasions, research is done on patient forums to understand specific issues or concerns and the language used to discuss them. This can provide deep insights into the mind of the patient. Although the use of stories and empathy is important, it is vital not to lose sight of the key health message. This will be subtly weaved in and continuously related back to the reader’s situation. Another technique is the use of metaphors to explain a concept and cause a deeper understanding. This is especially useful for medical topics, which are complex and difficult to understand. An example would be equating the heart to a pump and the blood vessels to plumbing in relation to cardiovascular health. This would then be expanded into layman’s terms for a better understanding.

Building Trust and Credibility

Trust is defined as the firm belief in the reliability, truth, or ability of someone or something, whilst credibility is the quality of being convincing or believable. These elements are vital steps in moving the consumer from awareness to acceptance until finally conversion. However, many communicators fail to realize that just because a consumer accepts a message does not necessarily mean they have believed it. This can pose a dangerous situation when dealing with health content. For example, a consumer may accept a new method of treatment even though they are unsure and have no conviction in its actual effectiveness. The distrustful will be even harder to move; they may be categorically against the new healthcare care because they truly believe the old method is better. An understanding of the target audience is needed here, balanced with looking into ourselves or the organization in question and what image we wish to present.

The healthcare industry has traditionally been considered to be conservative, if not selective in its choices over the services or products. More often than not, consumers are wary, if not overwhelmed by terminologies and information, especially with the explosion of media and ease with which any type of information can be disseminated. As such, it can be seen that establishing trust and credibility with the consumer with regards to health content is more important now than ever before.

Educating and Informing

In today’s world, the most efficient means of educating and informing can all be done over the Internet. This is especially beneficial for the medical tourism industry, given that medical tourists are usually trying to gather anticipatory information from their home country. Medical tourism information on the web is part of a comprehensive package of preparation market. Most information seekers are trying to get an extensive understanding of the medical tourism process and weigh the benefits and risks. If we created a web-based guide for people and the international patient took a printout, it would be 60-80 pages long. This is indicative that medical tourists need extensive resources to make confident decisions on medical tourism. There is a vast amount of quality information out there; the problem is that it is scattered across various sources and there is no central location to find this kind of information. It is also very easy for people to get conflicting or misinformation that leads to unsatisfactory decisions. For the vast promoting informed and decisions, medical tourists need centralized online resources, high-quality information that can help make confident decisions and educative tools to prepare them for health travel. A step to achieve this is to improve the present information and significantly increase availability and access to quality health information and resources for global patients and health of the mother ways.

This same issue goes for the local patients in medical tourist destinations. Often times, people are dissatisfied with the rushed nature of services in low-cost settings. They are often expected to make decisions on the spot and are not given adequate healthcare information. When one is dealing with health issues, it is important to take time to understand the condition and the various treatment options. People always want what is best for their condition but are often limited financially. They must compare the benefits of various treatments weighed against the costs. Providing educational material is the way to promote informed decisions on healthcare, regardless of the patient’s location or situation.

Information is a key deciding factor for consumers around the world. In the case of potential medical tourists, information carries even more weight, particularly in the trust and confidence they have for their physician and the medical services they are considering. Medical travelers often seek health information that will help them make informed decisions about treatment options and be active participants in their care. They are more likely than domestic patients to look for information on the web. They dig into the information because they want to have the maximum knowledge for what they will be expecting and they are trying to make a decision on what is best for them and the treatments. They do not wish to be passive patients and leave it to the doctor to decide the best treatment. They want to help take part in deciding what treatment or medication is right for them. The more and better information they can gather, the better justice they can make. They are faced with deciding what kind of treatment to get, where to get it, and what provider to use. This often involves comparing various treatment options across different providers and weighing the potential benefits and risks. Therefore, medical tourists need information resources that can facilitate informed decision making in an array of areas.

Strategies for Crafting Compelling Healthcare Content

The use of storytelling techniques in health content marketing is a strategy that is often underutilized. A prevalent mistake made by healthcare professionals is the aim to educate the consumer solely through facts. While this is important, studies have shown that facts alone have little impact on changing the patient’s behavior. Information is much more consumable and memorable when it is presented in the form of a story. This can be done by framing the content around a real patient scenario or creating a series of content with a common underlying theme. Patients are more likely to relate to the information and are influenced by how it makes them feel. By evoking an emotional response through storytelling, there is a higher chance that the patient will remember the information and act upon it. This method is particularly useful when trying to change a patient’s current behavior. For example, it may be trying to get a sedentary individual to exercise more or to change an unhealthy diet. Some effective strategies include using relatable patient scenarios , incorporating storytelling techniques, and leveraging emotional appeal. Crafting compelling healthcare content requires careful consideration of audience demographics. Understanding the target audience’s preferences, needs, and interests is crucial for creating content that resonates with them and drives engagement.

To ensure that the content created meets the objectives for healthcare content marketing, extensive research is required. Research on the target audience is a fundamental basis for content creation. The tone and messaging of the content would differ significantly if the target audience were adolescent males as opposed to elderly women. Understanding the demographic and creating personas can be helpful when identifying the type of content that should be produced. This can influence a range of factors including the selection of topics, the choice of language, and the medium of the content. Understanding the consumer’s habits and preferences is important when deciding upon the content medium. For example, a study may show that a certain demographic prefers visual content over text. Research on the competitors and the trends within healthcare can also influence the content. By knowing what competitors are doing and what trends are popular among consumers, the content can be tailored to either follow trends or differentiate from existing content. The research component assists in creating content that is both valuable and relevant to the consumer.

Conducting Extensive Research

– Reviewing our clients’ existing studies and papers in addition to any market research they may have on hand. – Studying online forums and social media to understand our clients’ audiences – what are the common questions and what information are they seeking? – Monitoring competitors’ online activities – what are they promoting and what kind of engagement are they getting?

The core differentiator of IH Digital is our in-depth research and understanding of our clients’ businesses and their audiences. When we first began working with clients in the healthcare industry, we were often surprised at how little research other agencies were conducting – often our clients were the ones educating their agencies on who their competitors are! Whether it’s the healthcare or the travel industry, our approach has always involved gaining a thorough understanding of our clients’ businesses, their competitors, and the industry landscape. With so much information now living online, conducting research has become more convenient – but this has also led to information overload and a greater need for analysis to identify valuable insights. Data sources vary depending on the clients’ target market and geography; however, here are a few methods we often employ:

Utilizing Storytelling Techniques

We encourage the practice of using patients’ stories when allowed, as this will allow the reader to get a glimpse of someone’s experience through their health issue more effectively than any article could explain. The story can also help to lessen any stigmas and change public opinions about certain health issues. While patient stories are a great way to connect with the audience, it is important to remember to be sensitive and ensure that the story does not identify the patient and cause any embarrassment for them. This can be achieved by changing names and certain details in the story.

Traditional healthcare content tends to be drab and one-dimensional, often lacking emotional or personal significance. The Jaga-Me team has come across this issue and realized that not only is healthcare content rather unengaging, the tone used in healthcare write-ups often causes stigma to surround healthcare issues. Through the use of storytelling and narratives, our team believes that we can humanize the healthcare experience and make healthcare information more digestible and engaging for readers. This is especially important when dealing with sensitive issues such as illness and end-of-life care. A good story can help the reader feel the emotions and understand the difficult decisions one may need to make. Storytelling will also help readers identify better with the main characters and make information more memorable.

Incorporating Visual Elements

In a study conducted by the Poynter Institute, it was found that certain styles of visual representations, such as maps, time-based charts, and especially information visualizations, increased retention of news and media from readers. An article by Nieman Journalism Lab reported that when using infographics to represent news, there was a large increase in visits to that page. While the content is still important and the infographic or visualization needs to be accurate, the study suggested that the representation of the information was a large contributing factor to why these pages were being visited and read over more than an article on the same topic. One healthcare topic that would benefit a great deal from these findings is health reports and new health research, with the end goal typically to improve health literacy in the average person and to get findings and information read and understood by the public.

Visual elements include images, videos, and infographics, as well as charts and graphs found in reports and research findings. Visuals and images are an engaging strategy that can help to grab a reader’s attention. Visual elements can aid, enhance, and even replace written content. It is often easier to show a diagram or a chart to help explain a difficult medical concept or a new research finding. Visuals can aid in breaking up large chunks of written content and add a form of structure to a page.

Implementing SEO Best Practices

The next step after acquiring these search terms is to acquire an understanding of the search volume and competition of those keywords. Applying the keyword “diabetes inpatient” once again into Google’s Keyword Tool, you can now choose to retrieve just the search volume data and trends for the keyword selected. You may alter the default settings related to the location, language and device to suit your needs. Search volume basically refers to the number of searches made for a particular keyword in a specific timeframe while competition refers to the level of advertiser competition for a specific keyword. A combination of high search volume and low competition is usually sought after. This all then fits into an overall SEO strategy with the goal of increasing visitor traffic and potentially the right target audience.

Firstly, retrieving data and understanding the key terms to personal healthcare. Since healthcare is such a broad and diverse topic, this is an essential process which allows you to receive search terms that are pertinent to the relevant healthcare content. For instance, if the healthcare topic is on diabetes, you may decide to focus on the hospital inpatient setting and the impact it has on patient glycemic control. From this, you may hence decide to enter “diabetes inpatient” into Google’s Keyword Tool search for search terms and ad group ideas. This will then provide you a group of keywords that Google users are searching for. In order to make your search specific to the country you are targeting, make sure you select which country and/or language you are targeting to get results from. Try to focus on local market conditions and existing international resources and expertise where possible. This is just the beginning of the keyword process and you may need to further delve into other keywords related to diabetes and inpatient. These search terms can be used to optimize the searched article to increase traffic.

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